The world of fashion and luxury is marked by acquisitions. After a tough year such as 2020, in which companies on the one hand cut costs, reduced inventories and improved working capital to improve their balance sheets and on the other found themselves faced with new scenarios and new challenges, we have arrived in 2021, which as expected is the year of acquisitions, in order to exploit the possibilities of the market in an even more solid and structured way. These days, the luxury giant LMVH, which had held control of Emilio Pucci since 2000, has completed the acquisition, taking full control and acquiring the shares that were still owned by Laudomia Pucci, daughter of the founder of the Florentine Maison, who with the support of the LVMH group will dedicate herself to the archive and the promotion of the legacy of the Marquis.

These changes were already in the air, from the new collaboration with Supreme to make the brand more attractive to new generations, re-launching the brand with the cosmopolitan and revolutionary look of its origins, to the changes related to the new Retail strategy with a remodelling of the production facilities and its distribution network leading to a focus on the best locations and e-commerce. The aim is to bring the brand back to being the Top in terms of creativity and a reference point for those who want a resort and fresh spirit, remembering the words of the founder “cheerfulness is one of the most important elements of fashion. And I get it with colour.”

Emilio Pucci, aviator, skier, fashion designer and war veteran, founded his company in 1947, and like the most beautiful stories, it was born of character genius and chance. His international success as a fashion designer stems from the publication of a photo in a major US magazine of a dashing gentleman in a modern ski suit. From this moment on, the history of the Italian fashion house is a story of success, emotion, pioneering, radicalism and avant-garde. As Laudomia Pucci says, “My father was a minimalist before the advent of minimalism, a member of the jet-set before jets flew, a scientist before fabric technology became a discipline, a provocateur for his modernity and sartorial audacity. For him, prints were rhythm and movement, and through prints, he expressed a message of contagious happiness.” Indeed, Pucci’s success stems from his versatility and unparalleled use of colour, often drawing inspiration from exotic cultures and natural landscapes.

Even today, the Emilio Pucci brand still reflects and captures the spirit of the times, with its dynamism, sunshine, harmony and idea of freedom. We all hope that with this acquisition, the future of the company and its uniqueness will be preserved, cultivated and enhanced so that we can still live long in the joy of colour.

Enjoy even more @ Emilio Pucci

Article edit by Serena Pagano

CEO Fashion Mentor

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